Create Engaging Attraction Content
Radio station, podcast, or indie artist - the intent is similar: create audio that gives someone joy, information, or companionship. As most everyone falls into the side of being a not-yet-well-known, they face a quandary. Without a relationship between you and them, how is an audience member going to know that you are worthy of their time prior to hearing your work?
There are a variety of ways to connect digitally. Each depends on serving the audience a written explanation before they hear your audio, hence the "attraction" in naming this early part of building your brand Attraction Content. Unfortunately, in each, they are nearly always treated as an afterthought, something thrown together at the last minute.
Put aside the fact that yours is the world's greatest radio program, podcast, or song - the quality won't get them to start listening. Quality keeps them listening after they start.
What you need as a radio programmer, podcaster, or artist is a summation of your sound - written words that briefly describe what you offer the person doing the listening. The difficulty is in creating a set of words enticing enough to draw someone in, to give you their time and ears.
I first wrote about this in 2011 and bring it up again only because I am seeing a remarkably high number of artists, podcasts and stations using outdated and trite wording in promotion. "XXXXXX plays the best collection of today's hits" are words accompanying a recent submission to our RadioRow. Does this draw you in?
"A new interview on my music and musical activities was just published here!" is one entry in a Linkedin group for the music industry. (I saw this and thought O.K, so what.)
This was in another Linkedin group aimed at indie artists: "XXXXXX Radio is streaming 24/7 on air with the best in music." I say "big deal." How about you?
Take a couple of minutes to digest the following. It's response to the question "What most helps you find new Internet radio stations?" asked in Audio Graphics' survey of online radio listeners in 2005, 2010, and today. (Today's sample has only reached 419 responses. 2010's question was answered by 1,010, and in 2005 we had 2,467 respondents.)
I looked for similar data from a number of other audio research companies, but it's not there.
The implications are clear: Over 10 years, fewer people rely on friends. More depend on Radio Station Portals and Search Engines to deliver "new." This translates into a need for better written communication on what your audio delivers - words that attract new listeners to your content. (These words may be aimed at radio, here, but I'll bet that it applies to any type of audio you offer.)
Give thought when writing the prelude to your content. It is more valuable than your song, podcast topic, or radio programming. "Attraction Content" is what pulls them in to give you a listen. If it's not compelling, why would the person reading it think your audio deserves more of their time?
Tuesday, June 16, 2015
Today's artist introduction is to Alternative Rock from Mitch Siegal.
Give "The Bottom" a listen.
Stations: Add it to your playlist, free.